by Oana Naiman
In order to enhance the awareness towards their products, the Coca-Cola Company invested in media advertising, using a marketing strategy called “creative excellence”. “Coca-Cola Border Guards” advertisement shows the story of two soldiers from rival nations who are able to put aside their differences and, for the briefest of moments, see each other as individuals, as they share a bottle of Coke.
First of all, the media product emphasizes a tough and critical situation in a humorous manner; the two soldiers are too responsible of following their missions, acting ridiculously both being too proud and having a hostile behavior. An ice-cold bottle of Coke is the only solution that can bring them together, at least for one moment, a small step in order to become closer, “friends and not enemies”.
Furthermore, in my opinion, this advertisement can not be appalling for those who feel as they are “on the top of the world”. Even though the characters and their behavior might be annoying for someone who is in a bad mood, it is almost impossible not to have a little smile on you face at the end of the commercial. The ridiculous story tells us that no matter how big a problem is and no matter how many enemies are against us, there is always a solution for everything.
The music, as one of the greatest means of affecting the particular mood of the audience watching the production, is perfect for that period of time (the action might happened in the first half of the 20th century). A new war is about to come, and the two rival soldiers are ready to sacrifice their own lives in order to protect their countries and their homeland. The song is an orchestrated version of "Keyboard suite in D minor, Sarabande" by George Frideric Handel.
The advertisement allows us to gain pleasure by giving us permission to interact with a different world and different people who lived more than one thousands years ago. The two characters are ready to face death anytime, by working in the army. Nowadays, we can not understand a situation like that, just because we have never been involved in a dramatically and dangerous war; all our knowledge about war comes from history classes, books, movies or documentaries.
In my opinion, “Coca-Cola Border Guards” is a successful advertisement!